Más allá del indudable resurgir del podcast, su presencia en la oferta de algunas emisoras españolas merece un análisis detallado. Este estudio presenta el estudio de dicha oferta, así como una aproximación a los retos e interrogantes que hay tras la producción de podcasts nativos, de consumo exclusivo vía web. Los últimos responsables de la programación radiofónica deben lidiar con la tradicional parrilla de programas en flujo y añadir ahora la gestión de un catálogo de podcasts. El análisis cuantitativo se combina con el cualitativo a través de entrevistas a algunos de los máximos responsables de decidir cómo deben convivir estas dos ofertas radiofónicas complementarias. Los resultados muestran que de momento el podcast podría quedar definido como un producto cultural más que como un producto de una industria cultural.

In an openly hostile environment in which public service broadcasting (PSB) has to justify its mere existence, its relationship with new technologies and its transformation into Public Service Media (PSM) have been the subject of controversy in Europe, with respect to the legitimate use of new technologies by a public broadcasting service. Making use of qualitative techniques with a case study, this article illustrates how the Catalan public broadcaster iCat fm uses diverse technological distribution platforms in order to successfully achieve its public service remit proposals and provides an example of a successful public service radio that uses diverse technological distribution platforms.

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This paper analyses the way in which traditional broadcasters are reorienting their strategy to reach young audiences. From this starting point, we analyse the three specific offers launched very recently by Spain's leading audio-visual groups for youth audiences. The online platforms constitute an attempt to compete with the new internet-distributed video offerings that are gaining increasing ground across the world. These platforms (Flooxer from Atresmedia, MTMAD from Mediaset and PLAYZ from TVE) have contributed to the adaptation of their company groups to the new environment in order to get closer to this hard-to-reach young audience.